Ormax Media, an insights consulting firm specialising in the media and entertainment sector, has rolled out Ormax Sports Track, a syndicated research tool aimed at measuring sports engagement and marketing impact on digital platforms in India.
The launch comes as OTT platforms ramp up investment in sports properties ranging from cricket and football to kabaddi, tennis and wrestling, driven by India’s large sports audience base, pegged at 678.2 million in The Ormax Sports Audience Report 2024.
The tracker will allow platforms and sports leagues to assess the performance of tournaments across four key metrics, Buzz, Reach, Appeal and Potency, right from the announcement of the event to the final match. It aims to provide a comprehensive picture of how audiences engage with sports throughout a tournament’s lifecycle.
Benchmarking campaign impact
According to Keerat Grewal, Head of Business Development (Streaming, Television & Brands) at Ormax Media, the subscription-based tool offers OTT platforms a way to benchmark the impact of their sports campaigns against industry trends. “This tool integrates rigorous audience tracking with strategic insights, helping clients drive subscriptions, optimise marketing spend, and stand out in a crowded sports landscape,” Grewal said.
The research is based on weekly online surveys with 600 regular OTT sports viewers, with the sample aligned to The Ormax Sports Audience Report 2024. Respondent representation is evenly split between metro and non-metro markets, ensuring balanced insights.
Data-driven decisions for OTT sports
Subscribers receive mid-week reports every Tuesday and end-of-week reports every Friday, allowing for quick action based on emerging trends. Ormax Media believes this real-time access to audience sentiment will help stakeholders enhance marketing efficiency, fine-tune content strategies and improve return on investment.
